Case Study

Kubota USA

This work was done as part of an agency team. Kubota needed SEO work including website migration and post-launch content marketing.

Content Strategy

Kubota USA needed targeted content strategy that would drive qualified traffic to local certified vendors. Through a research and stakeholder interview process we developed user stories for two audiences of commercial farmer and DIY hobbyist. With keyword research and a concentric circle model strategy we identified specific needs and content types such as video, specs, and intro guides. In addition to the content strategy I also developed the site architecture, url structure, and website migration planning, which resulted in an increase of +32% YoY to traffic sent to local vendors.

Website Migration

Another challenge was that we needed to launch a brand new domain strategy after the global parent company wanted to own, requiring all new international domains adopt a different format. To solve for this we set expectations that a migration to a new domain would take at least 6 months to recover rankings. I required all kept urls to be 301 redirected with mapping to every page. In addition, we installed an alert on that informed and linked back to the new domain.

Within 6 months all rankings had returned and even improved by +20% since launch. The biggest competitor gained at first, but slowly lost ranking as time moved.

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